Depilatories in Serbia

PROSPECTS

Hair removers/bleaches sees the best performance

Serbian consumers are increasingly switching from women’s razors and blades to hair removers/bleaches, and this is visible in the fact that the latter saw the highest current value growth in 2018. This migration is happening because more and more female consumers are tending to avoid women’s razors and blades because these products often irritate the skin and leave a visible rash-like redness.

Drugstores/parapharmacies continues to strengthen its position

In terms of distribution channels for depilatories, drugstores/parapharmacies held the highest value share in 2018, and it also continued to grow. This channel gained notable value share over the review period thanks to the expansion of two large chains – dm and Lilly – and this trend continued in 2018.

The convenience trend dominates; “eco” products are virtually unavailable

One of the most important trends that affected depilatories in Serbia in 2018 was convenience. This was why products with easy-to-use claims were more popular amongst consumers.

COMPETITIVE LANDSCAPE

Sté Bic and The Gillette Co lead depilatories

The best-ranked producers within depilatories in Serbia in 2018 were Sté Bic and The Gillette Co. These two players offer women’s razors and blades brands that are both well-known and well-distributed.

Private label lines visibly increase in popularity

Thanks to the massive growth in outlet numbers for the dm and Lilly chains, and their consistent investment in private label products, the value share of private label within depilatories in Serbia increased notably over the review period. Other retail chains were either not present in depilatories or accounted for negligible shares.

No significant new launches are detected – manufacturers focus on TV advertising

There were no notable new launches recorded in depilatories in Serbia during 2018. Producers were instead busy improving the distribution of their products, and also providing marketing support for their existing brand portfolios.

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